Session Summary: Physician Relations Inside and Out—Launching and Fueling Your Program for the Long Haul
By Sean Conway
The first day of SHSMD Connections 2017 was jam-packed with excellent educational opportunities, just as you would expect. The SHSMD website promises a conference that will equip healthcare professionals with the information and resources needed to face the rapidly evolving future of healthcare, head-on. Day one of the main educational sessions lived up to this commitment.
The “Physician Relations Inside and Out” session was a perfect example of an instructional, learning opportunity created with future growth in mind. Carol Koenecke-Grant of Valley Health System has built a physician relations program from the ground up, using a well-planned strategy. In this session, she shared how to develop a business plan integrating communication best practices, gain ongoing access to physicians, and deliver results.
From talent assessment, sales training, medical education and physician intel, Valley Health has truly taken its physician liaison program to the next level. They have learned to hone in on key messages and reinforce those key messages through varying communication channels, all which keep their physician program focused and on track.
In addition to gaining an overall appreciation for Valley Health’s commendable growth strategy and execution capabilities, these five surprising lessons stood out as key takeaways from this session:
- Every physician liaison has unique goals for the different markets they own, but one annual common goal that compels them to work together
- Even in the position of Vice President of Strategic Services, Carol includes a “ride along” with her field training process, and it always proves to be a very telling, worthwhile experience for her
- Valley Health has big social event once a year that brings pcp, specialists, and liaisons together to meet each other and build referral relationships
- Valley Health covers four different markets and Carol picks which liaison entertains which physician—takes them out to dinner, etc—based on personality fit
- Carol requests a monthly report per liaison—diving into conversations, problems, issues, and opportunities—which gets sent out to clinicians and service line managers
For attendees who are launching or relaunching a physician relations program, this session proved to be an invaluable time of learning from someone who has been through the ups and downs of growing a physician relations program. Her wealth of knowledge, birthed from experience and hard work, made for a truly enriching experience for all who were able to attend.
It took place on Monday, September 25 from 9:15 AM–10:15 AM.
Article by Sean Conway, Manager of Sales for Stratasan
Attending SHSMD? Come meet our team! We’ll be at exhibit booth #200 and would love the chance to meet you.